Universität zu Köln

Becker, Maren (2017). Advertising effectiveness: the role of content. PhD thesis, Universität zu Köln.

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Abstract

Despite its long-standing history and many strong findings, research on advertising effectiveness still ranks high on the academic and practitioner agenda. With respect to the influence of advertising on sales, existing econometric response models mostly focus on the impact of advertising spending and scheduling. Comparatively less attention has been devoted to the specific advertising content. Even though, choosing appropriate content cues that grab consumers’ attention and persuade them becomes more and more important due to the increasingly cluttered media environment and consumers’ limited attention span. The dissertation at hand thus investigates how selected content cues affect advertising effectiveness. The first two papers empirically examine the moderating influence of content cues on the relationship between advertising spending and sales. Specifically, the first paper explores how firms should communicate their brands in TV advertising. The authors evaluate 17 branding cues (e.g., frequency of mentions of the brand name, duration of time the logo appears, number of communicated benefits), which are commonly used within advertising that should reinforce branding components (salience, benefits, and attributes) and investigate their influence on ad effectiveness. The second paper focuses on the impact of authenticity, one of the most prevalent buzzwords in the modern advertising industry. The authors identify four dimensions by which authenticity can be conveyed in advertising and analyze their effects on the sales performance of advertised products. Both empirical studies are based on a unique dataset of multiple advertisings and brands across six fast-moving consumer good categories and four years. Finally, the third paper develops a conceptual framework that structures and classifies different content cues, provides an overview of the relevant literature, and identifies several literature gaps.

Item Type:	Thesis (PhD thesis)
Creators:	Creators Email ORCID ORCID Put Code Becker, Maren maren.becker@wiso.uni-koeln.de UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-76638
Date:	30 April 2017
Language:	English
Faculty:	Faculty of Management, Economy and Social Sciences
Divisions:	Faculty of Management, Economics and Social Sciences > Business Administration > Marketing > Professorship for Business Administration, Retailing and Customer Management
Subjects:	Management and auxiliary services
Uncontrolled Keywords:	Keywords Language Advertising Effectiveness UNSPECIFIED Advertising Content UNSPECIFIED Branding UNSPECIFIED Authenticity UNSPECIFIED
Date of oral exam:	19 May 2017
Referee:	Name Academic Title Reinartz, Werner Prof. Dr. Bruno, Hernán Prof. Dr.
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/7663